消费者具有公正偏好下的农产品双渠道定价策略

消费者具有公正偏好下的农产品双渠道定价策略(论文13000字)
摘要
随着科技不断创新发展，互联网的持续普及，农产品的营销渠道不仅仅局限于城乡集贸市场，大中小型超市或者农产品批发市场,而是推广到电子商务平台.农产品双渠道营销模式为农产品流通带来了新的商机。然而,在双渠道模式下,农产品定价机制也随之发生变化,农产品如何合理定价显得至关重要。
运用双渠道供应链理论和农产品定价理论，本文研究顾客具有公平偏好行为下农产品双渠道定价问题。主要研究内容包括以下几个方面：
首先，介绍了农产品双渠道营销的必要性，以及本文的研究目的及现实意义。
第二章，对国内外研究现状的相关文献进行了详细的综述。
第三章，分析了农产品双渠道营销模式的现状，指出了农产品双渠道营销面临的问题。
第四章，首先通过调查问卷，指出消费者在选择线上，线下农产品销售渠道时具有公正感知。进而，以hotelling模型为基础，建立了消费者公平偏好下的双渠道定价模型。并对模型进行了求解。研究结果表明公平偏好对消费者的效用值有正负相关性的影响，同样公平偏好对企业的定价决策有正负相关性的影响。
第五章，对本文的主要研究内容进行了总结。
最后，指出了未来的研究方向。
关键词：双渠道供应链  农产品定价  公平偏好
 
Abstract
 the continuous popularization of the Internet, agricultural marketing channels are not limited to urban and rural markets, large and medium-sized supermarkets or agricultural products wholesale market, but to promote the e-commerce platform. Agricultural dual channel marketing model for agricultural products circulation Brought new business opportunities. However, in the dual channel model, the pricing mechanism of agricultural products also changes, how reasonable pricing of agricultural products is essential.
this paper studies the dual channel pricing of agricultural products with fair preference behavior. The main research contents include the following aspects:
Firstly, the paper introduces the research background and purposes the significance of the article
In the second chapter, the paper summarizes the research status at home and abroad.
In the third chapter, the status quo of the dual channel marketing model of agricultural products is analyzed, and the problems of dual channel marketing of agricultural products are pointed out.
In the fourth chapter, the existence of the fair preference of consumers is studied. Then, based on the hotelling model, a dual channel pricing model is established under the fair preference of consumers. And the model is solved. The results show that the utility value of the consumer will change with the price of agricultural products developed by two different sales channels online and offline
In the fifth chapter, the conclusion of this research is summarized, and the future research direction is pointed out.
Key words: Dual channel supply chain；Pricing of agricultural products；Fair preference
 
目  录
摘要    I
Abstract    II
第一章 绪论    1
1.1 研究背景及意义    1
1.2 研究的目的    1
1.3全文结构框架    2
第二章 文献综述    3
2.1双渠道供应链方面的研究    3
2.2 定价策略方面的研究    4
第三章 农产品双渠道营销的现状分析    6
3.1农产品传统营销渠道面临的问题    6
3.2电子商务平台下农产品的营销现状    7
第四章 消费者公平偏好下的定价模型    9
4.1公平偏好理论    9
4.1.1公平偏好定义    9
4.1.2公平理相关理论    9
4.2  消费者公平偏好行为调查    9
4.3消费者公平偏好下的定价决策    11
4.3.1消费者不存在公平偏好的情况    11
4.3.2消费者具有公平偏好感知的情况    13
4.4数值分析    15
4.4.1 不考虑公平偏好    15
4.4.2考虑公平偏好    17
 第五章 总结与展望    21
 参考文献    22
 致谢    26